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Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Looks at the main elements for a successful digital brand campaign.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

News

NEW YORK: Media and social brands, including Fox News, MSNBC, Twitter and Instagram, feature for the first time in a list of America's Top 50 Most Patriotic Brands.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

News

NEW YORK: Volkswagen, American Apparel and Aéropostale are among the brands registering the lowest "emotional engagement strength" scores with US shoppers, according to a new study.

News

NEW YORK: What consumers expect from brands and what they believe these products actually provide rarely coincide and the gap isn't getting any smaller, according to a new study.

News

LONDON: After all the hype around the ads developed for the Super Bowl and the Oscars, a sober assessment of big events advertising has concluded that emotional brand engagement is necessary to justify the millions spent.